Number 1, Rue de la Pompe in Paris has been home to the children’s fashion store Maralex for the past 50 years. It is a trendy, fashion-conscious district with plenty of small boutiques and cafés, just a stone’s throw away from the Eiffel Tower. In fact, the origins of Maralex date back a little further still. The store’s founder opened a ladies’ shoe shop a couple of streets away in the 1930s, which was later extended to include a children’s department. And because the latter was so well received by customers, it became clear that this should be spun off and expanded. This was in 1966 – the year in which Maralex, as we know it today, was launched. What was once a boutique selling hand-made leather shoes and prestigious dresses, is now a hip concept store with its own online shop. Xavier and Alexander Halpern, the grandsons of the founder of Maralex, made it their mission to gradually bring their store in line with modern-day demand, while continuing to respect its traditional roots. “We are a family-run business,” explains Xavier Halpern. “We would very much like to keep hold of the things that our grandparents once taught us.” As a result, some items from the early years can still be seen at Maralex, such as the old rocking horse that children used to play on 50 years ago, or the shoe labels Start Rite and Aigle, who have been – and still are – some of the best sellers. Xavier and Alexander have added many high-end brands to their range, including Stella McCartney and Kenzo. They share the shelves with trendy children’s fashion labels, such as Finger in the Nose and Mini Rodini. The store centres around the large, well organised children’s shoe department – acting as a fitting reminder of Maralex’s early days.
Traditional brands such as Pom D’Api and Gallucci are stocked alongside newcomers such as 10IS and Veja. “We are always on the lookout for new, outstanding brands,” explains Xavier Halpern. “Shoes need to be more than high quality with original designs. It is particularly important that the shoes appeal to us, too. Luckily, our taste is pretty much congruent with that of our clientèle.” New brands are not only hunted down and found at fairs such as Playtime and Pitti Bimbo, but the furniture fair Maison et Objet has also become an important venue for lifestyle items. Children have lots to play with at Maralex – including a large board on which the up-and-coming artists can leave their mark, as well as a wooden shed for playing hide and seek. “You have to be able to listen to children if you want to work with them,” says Xavier. “They know exactly what they want most of the time, often better than their parents do. Even when they are only three.”
www.maralex-kids.com
